CEO Blog - Daring to be different
Whether it’s being the first to put a mobile phone shop into a shopping centre, ignoring the comment from the landlords that ‘people don’t buy phones from shopping centres’, or being the first to provide our customers with an extended warranty that actually covered the term of their phone contract, or taking on the mammoth task of moving out of 146 Fone Zone stores and into 100 Telstra stores with the only Telstra Master Licence Agreement (and all whilst the Global Financial Crisis was going on), or more recently launching into men’s athleisure with our own brand SQDAthletica because we saw a gap in the market, we have constantly thought outside the box, innovating in our mission to deliver exceptional, personalised experiences for our customers!
Last week, we once again ‘Dared to be Different’ – announcing our first move into the non-invasive medical aesthetics market (or NIMA for short) by acquiring medical grade skincare brand Clear Complexions.
Personally, I’m super excited about this move and not just because NIMA is a great new growth market with fantastic opportunity for Vita to work our magic to drive scale, growth and profitability.
No, the reason I’m excited is because I know we have a great new partner in Clear Complexions, a business whose strong reputation as a high-quality medical skincare provider has seen it grow steadily to operating six clinics across Sydney and Canberra.
It’s also a business that shares many similarities with Vita, which played a major role in our decision to take this leap.
Founder of Clear Complexions, Suzie Hoitink had a clear vision when she launched the business in 2005 – she wanted to empower her clients through giving them beautiful, healthy skin.
Sound familiar? The service they’re offering may be different but the method of delivery is practically identical to ours at Vita; where we focus on offering products and services that empower our customers, enhancing and adding value to their lives.
We both take the time to consult with our customers. We both tailor our solutions to suit each individual customer’s needs. Essentially, we both place our customer firmly at the centre of everything we do.
It’s a great cultural fit - trust me, we wouldn’t have chosen to go down this path if we didn’t truly believe that!
As with everything that’s different and ahead of the curve, there are always ‘nay sayers’, but just as we have done in the past, our 100% focus will be on executing our strategy through putting our people first, who in turn reciprocate by delivering high levels of personalised service, creating a great environment that our customers love. We know this as they keep coming back and our customers go out of the way to refer others to us. This is turn creates more profit and opportunity for our team members, our customers, and our shareholders…and so the Virtuous Cycle at Vita continues!
So, I say welcome to the Vita family, Clear Complexions – I know we’re going to achieve great things together and I’m excited for the opportunities I know this new partnership will bring.
It’s going to be fun!
Vita Group is a leading provider of brands that enhance people’s way of life. We are proven experts in delivering exceptional, personalised experiences and products that solve our customers’ current and future needs.